As part of the account services team at Rethink, I contributed to Decathlon Canada’s spring campaign Deux sortes de monde (“Two kinds of people”), which positions the brand as the go-to destination for sports equipment. The idea plays on the contrast between people who have already discovered Decathlon and those who haven’t yet. Once you’ve tried it, there’s a before and an after, along with a quiet pride in being one step ahead. At a time when Quebecers were rethinking their spending, the campaign highlighted the value of products Decathlon designs and makes itself. It was the brand’s first campaign in Canada since the launch of its new global identity, and it ran in video, at bus shelters and on billboards.
